Mindful marketing through the GDPR

By Tom Davies

On May 17th at 3pm, tune into a live marketing webinar hosted by ON24 to hear about best practice in the tighter data security climate of the GDPR.

Our panel of experts will be talking on what a principles-based approach to the new laws means for marketers and how this can be put into practice to nurture a more security-conscious approach to marketing.

A Q&A session will follow the 45-minute debate, giving attendees the opportunity to get their issues discussed by the specialists.

GDPR guidance from industry authorities

Andrew Warren-Payne, Managing Director at Market2Marketers will be moderating the panel.

A connector of tech companies, agencies and media businesses to marketers and advertisers, Andrew is widely published and has spoken to thousands of marketers in events spanning over ten countries.

Featuring speakers from Henley Business School and My Inhouse Lawyer, our panel includes:

Richard is an experienced international hybrid consultant, leader, Henley Business School Executive Fellow and GCHQ Certified Trainer. He enables organizations to become more strategically agile and resilient, to exploit the opportunities and minimize the dangers of the current and future digital hyper-connected world.

Zach Thornton, External Affairs Manager, DMASince joining the DMA as External Affairs Manager, Zach has focused on lobbying the UK and EU to achieve a balanced General Data Protection Regulation, and is now beginning work on the revised ePrivacy regulation. Intrinsic to his mission will be ensuring that the legislation does not undermine, but drives British business.

Responsibility, accountability and transparency

Described as ‘the world’s most valuable resource’ by The Spectator, data is a precious commodity to marketers for its ability to nourish customer experience.

But a culture of putting corporate interests before the rights of the individual owning the data, has led to breaches of consumer trust, heavy fines and reputational damage.The GDPR’s laws oblige organisations to have data privacy baked into corporate culture, so that security becomes a priority through all operations, personnel and behaviours.

Managing compliant marketing

After May 25th when the GDPR hammer begins to pound, marketing strategy will have to accommodate far higher standards of processing that will revolve around data consent and easy access. It’s an approach designed to give control back to the data subject.

Permission to use data will depend on individuals actively opting into receiving marketing messages. No longer will marketers be allowed to assume it’s ok to contact consumers; the future is about the individual freely expressing consent, having been unambiguously informed of why their data is needed and what will happen to it.

Awareness of this issue starts with the organisation, and best practice begins with the creation of a new data privacy notice that will inform your contacts about their new rights under the GDPR. Central to these will be the right to be forgotten, and the right to amend personal data.

These are just some of the considerations that have to be made on the journey to compliance. While the GDPR may seem a chore, it is in fact a huge opportunity to develop a reputation for being a company that gets data security right.

Guidance from the specialists

ON24’s exclusive webinar will see our panel explain marketing under the GPDR in more detail, so that listeners get a better grasp on how legislative changes will affect marketing strategy.

Main topics featured are:

• Different mechanism for the go-to-market• Successfully aligning with other business stakeholders• Optimising the time of company commentators• Achieving a quick response to regulatory opportunities• Overcoming key challenges, such as speed to market, content lifespan and market differentiation.

GDPR Summit Series is a global series of GDPR events which will help marketers to prepare to meet the requirements of the GDPR ahead of May 2018 and beyond.
Further information and conference details are available at http://www.gdprsummit.london/